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In the digital world, tracking ROI is supposed to be easy. After all, there are so many tools for analyzing traffic and conversions, and attributing them to particular sources.

But in reality, tracking ROI isn't always as simple as it would seem. Many marketers, for instance, still focus exclusively on the last click despite the increasingly sophisticated tools that are capable of going beyond the last click.

As a result many either misattribute conversions to the wrong source, or miss them altogether.